Using App Stores and Integrations for Growth - Ben Jabbawy - Privy - Growth Camp June 2016
Ben Holiday - Camp Digital 2015
Transcript of Ben Holiday - Camp Digital 2015
Camp Digital 2015@benholliday
Why design matters. How a design-led process delivers better digital services.
Camp Digital 2015@benholliday
Camp Digital 2015@benholliday
Science, industry, and design
Camp Digital 2015@benholliday
Why design matters. It’s the difference between delivering services that meet user needs, and just delivering ‘digital’.
Camp Digital 2015@benholliday
1, 2, 3, 7, 23. There isn’t a fixed set of steps you can follow when designing digital products or services.
Camp Digital 2015@benholliday
Camp Digital 2015@benholliday
A ‘parti’ is the central idea or concept of a building.
Camp Digital 2015@benholliday
Camp Digital 2015@benholliday
The hardest part is deciding what to do. We rely on a combination of good judgement and intuition when working with complex subjects.
Camp Digital 2015@benholliday
Exposure hours. The number of hours each team member is exposed directly to real users interacting with
the team’s designs.Jared Spool
uie.com/articles/user_exposure_hours
Camp Digital 2015@benholliday
User research front and center. We rely on experience and judgement knowing we won’t be right all the time, but this means we’re never just guessing.
Camp Digital 2015@benholliday
A deeper understanding of users directly influences our
instinctive, and intuitive decision making.
Camp Digital 2015@benholliday
Dealing with complexity. When a solution helps users navigate something inherently complex, we prevent our product becoming complicated.
Camp Digital 2015@benholliday
Camp Digital 2015@benholliday
Camp Digital 2015@benholliday
Camp Digital 2015@benholliday
Camp Digital 2015@benholliday
Why design matters. The job of designers is to help our teams, and ultimately users, navigate complexity.
Camp Digital 2015@benholliday
Camp Digital 2015@benholliday
Living with context. Everything, everywhere moves.
Camp Digital 2015@benholliday
“don’t forget how fast things change, how quickly people change what they do as they
conform and shape themselves from all that’s
around them”
Camp Digital 2015@benholliday
Making design deliberate. Design needs to happen somewhere between ‘what we know’ and deciding ‘what we’re going to do’.
Camp Digital 2015@benholliday
Doing it again ‘with feeling’. Emotion helps us to navigate complexity.
Camp Digital 2015@benholliday
“emotion lets us feel our way through situations that are too complex to think through” - Marty Neumeier
“emotion lets us feel our way through situations that are
too complex to think through”
Camp Digital 2015@benholliday
Designers learn to purposefully embrace intuitive or inferential leaps of logic, and to use sketching and drawing as a way of solving problems.
Camp Digital 2015@benholliday
The importance of insights. Designers need something tangible and actionable to get hold of from each round of user research.
Camp Digital 2015@benholliday
Insights should feel simple because they are simple.
They should also be provocative – this is what makes them actionable.
Camp Digital 2015@benholliday
All design is hypothesis driven. The real question is if we articulate, agree, and write down assumptions or do this intuitively as individuals.
Camp Digital 2015@benholliday
Because I think [this] is true I think that doing [this] will mean [this will happen].
Camp Digital 2015@benholliday
Reckon Prediction Theory Guess / Best guess Assumption Punt Givens User statement
Camp Digital 2015@benholliday
Each design is a proposed business solution – a hypothesis. Your goal is to validate the proposed solution as efficiently as possible by using customer feedback.
Camp Digital 2015@benholliday
We believe [this statement is true]. We will know we're [right/wrong] when we see the following feedback from the market: [qualitative feedback] and/or [quantitive feedback] and/or [key performance indicator change].
Camp Digital 2015@benholliday
Less process. More progress. The more you complicate your research and design process, the less likely you’ll end up with a simple intuitive product.
Camp Digital 2015@benholliday
Try and visualise something better. Always question what already exists and how things work.